Services / Digital DesignWeb, mobile, and product design from someone who has also managed the store, run the campaigns, and tracked the conversions. Not just the visuals — the whole digital picture.
Interfaces built
for real people.
The approachMost designers can make a website look good. Fewer understand how the whole digital ecosystem fits together.
I design Shopify stores and landing pages optimised for conversion, not just aesthetics. I build email campaigns in Klaviyo and Mailchimp that look as good as the brand they represent. I design UX flows and UI systems in Figma that developers can build from directly. And I track performance — because a design that does not drive results is not finished.
What I offerFrom UX strategy to pixel-perfect UI — designed to work, not just to look good.
UX Design
User experience design that starts with how people actually behave — not how we wish they would. Flow mapping, wireframing, and information architecture that makes complex things feel simple.
UI Design
High-fidelity interface design across desktop, mobile, and tablet. Clean, considered, and built around a design system so everything stays consistent as the product grows.
Shopify Design
Shopify store design and management — product pages, landing pages, collection layouts, and the full customer journey, optimised for conversion at every step.
Email Marketing Design
Email campaign design in Klaviyo and Mailchimp — from one-off launches to automated flows. Designed to perform, not just look good in the inbox preview.
Landing Page Design
Conversion-focused landing pages built around a clear objective. Every element — headline, layout, imagery, and CTA — chosen to move a visitor toward a single action.
Design Systems
A reusable component library and design system that keeps your product consistent as it scales — and gives your development team a single source of truth to build from.
Web designA website that works
as well as it looks.
Most websites look fine on a screen. The ones that convert visitors into customers are the ones where every decision — layout, hierarchy, copy length, CTA placement — has been made deliberately.
I design websites in Figma — desktop and mobile — and deliver annotated files ready for a developer to build, or a clear enough layout to build yourself in Squarespace, Webflow, or Shopify.
Portfolio and studio websites
Service and product landing pages
E-commerce websites and Shopify stores
Squarespace and Webflow designs
Shopify & E-CommerceYour store should convert as well as it looks.
I have managed Shopify stores end-to-end — product page design, landing page optimisation, email campaign builds, and performance tracking. I understand e-commerce as a business problem, not just a design exercise.
That means I think about conversion rate alongside aesthetics, load time alongside visual polish, and mobile experience alongside desktop. Everything gets the same attention, because your customers do not distinguish between them.
Shopify theme design and customisation
Product page and collection layout design
Landing pages for launches and campaigns
Email flows in Klaviyo — welcome, abandon cart, post-purchase
UX & Product DesignApps and products that make people feel competent.
Good UX is not invisible — it is the feeling of using something and never getting stuck. Every flow I design is built around how real people actually move through an interface: where they hesitate, what they skip, and what they need to feel confident enough to take the next step.
I work from research through to high-fidelity design, delivering Figma files your development team can build from directly — with annotated specs that leave nothing open to interpretation.
User flow mapping and journey design
Wireframes — low and high fidelity
High-fidelity UI across all breakpoints
Component libraries and design systems
Developer handoff with full annotation
How it worksThe digital design process, step by step.
01
Discovery
A conversation about the problem before we talk about solutions. What is the site or product supposed to do? Who is using it? Where does the current experience break down? Good digital design starts with honest answers to these questions.
02
Strategy & Structure
Sitemap, user flows, and information architecture — the skeleton before the skin. This phase exists so that every design decision that follows has a clear reason, and nothing gets built that does not need to exist.
03
Design
High-fidelity UI design across every relevant breakpoint, built on a consistent design system. You see designs in context — real content, real imagery, real copy — not placeholder text and grey boxes.
04
Handoff
Figma files organised for development, with annotated specs for every component. I walk through the handoff with your developer so nothing gets lost in translation — and I am available for questions during the build phase.
"Design that does not drive results is not finished. Beautiful is the starting point — useful is the standard."
— Alexandra GibsonCommon questionsEverything you want to know before getting in touch.
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I design — in Figma, with full specifications for a developer to build. I can also design directly in Squarespace or brief a Webflow developer. If you need a build alongside the design, I can recommend trusted developers I work with, or scope a Squarespace build as part of the project.
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Yes — many projects involve designing new pages or sections within an existing site, or refreshing a design without rebuilding from scratch. I am comfortable working within existing systems and constraints.
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A clear brief on what the site or product needs to do, who it is for, and what success looks like. If you have existing brand assets — logo, colours, fonts — I will use those. If you do not, we can scope a brand foundation alongside the digital design.
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With a call about your products, your customers, and your current situation. From there I scope the project — which pages need design, whether existing templates are being adapted or whether we are starting fresh — and give you a clear timeline and deliverable list.
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Every design I deliver includes desktop and mobile layouts as standard. Tablet breakpoints are included for more complex projects. I design mobile-first where the audience and product warrant it.
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Absolutely — that is often the best time to reach out. A lot of my best projects have started with a client who said "I know something is not working but I am not sure what." Figuring that out together is part of what I do. Send me an email and we can take it from there.
Tell me about your digital project.
Whether you are launching a website, redesigning a Shopify store, or building a product from scratch — every project starts with a conversation. Tell me what you are working on.